Case Study: IMG Arena enhances user engagement and streamlines product development with Mixpanel

How IMG Arena enhanced user engagement and streamlined product development with Mixpanel

IMG Arena, a global sports media company, needed a better way to understand user engagement across its betting and fan engagement products. After moving beyond Google Analytics, the team turned to Mixpanel to gain deeper, more granular insight into user behavior, improve partner reporting, and support faster product iteration.

Using Mixpanel, IMG Arena tracked interactions across its main products, built reports independently, and shared actionable insights with product, design, and development teams. The vendor, Mixpanel, helped IMG Arena identify low-use features, remove interface clutter, and improve reporting for major sports events that drew 4.21 million unique users and 25 million page views in four days, helping drive a more data-driven development process.

IMG Arena

Nick Glenday

Product Manager